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Fit for the Future Report: U.S. insights

It’s time for sustainable leadership


What business leaders are doing to drive success

Our Vodafone Business ‘Fit for the Future’ annual report conducted in partnership with B2B International explores business leaders’ attitudes and actions on sustainability, innovation and resilience. This year we surveyed 3,101 firms across 15 countries, including 301 in the United States.

“Fit for the Future” (FFTF) firms score highest on measures like speed-to-market, embrace of change, detailed strategic planning, openness to new technologies, and being up to date with emerging trends. This study shows what actions can be taken to make a business fit for the future and how technology can help.

Sustainability as a catalyst for innovation

Our report shows that consumers are constantly increasing their demands and claiming organisations take an active role in ESG (environmental, social, and governance) initiatives. And this is rewarded by investors since sustainability is seen as a highly competitive advantage for businesses.

However, there are several approaches to sustainability. From having a lasting, positive impact on the community to using more renewables, or ensuring business resilience and durability, FFTF firms define sustainability in many different ways. But one thing is sure: more than 60% of U.S. firms say environmental sustainability is a potential differentiator, and more than half (55%) have already made sustainability a strategic goal.

Collaboration is another key aspect for FFTF businesses to drive transformation in the widest sense possible. Current and future challenges need contributions across different verticals, business sizes and even between the private and public sectors.

Are you ready to discover how ‘fit for the future’ your business is?

At Vodafone Business, we see technology as a crucial catalyst and we bring new solutions to support businesses on their sustainability and digital transformation journeys. This report explores the main concerns, aims and actions of U.S. firms to innovate their businesses to be more ’fit for the future’, and it will help innovate yours.

Get the full insights from our latest global reports

In our latest global Fit for the Future reports, we explore how some businesses around the world are responding to customers’ evolving demands, catering to changing employee needs and tackling sustainability issues better than others. We also look at the role technology could play in the future and the key barriers that are affecting progress towards sustainable change.